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Whose voice guides your choice? Clipart-Microsoft Office XP 2002 Persuasive techniques in the media How do you decide who is the best candidate… Clipart-Microsoft Office XP 2002 or which is the best toothpaste ? Clipart-Microsoft Office XP 2002 Persuasive Language Form of communication intended to influence opinions, emotions, attitudes or behavior. May offer only one side of an argument Some information may be exaggerated or not entirely true In the form of propaganda, it can be intended to harm (Nazi propaganda against Jews) or help (encouraging people to donate blood) In advertising the purpose is to claim “superiority,” using persuasive language, in order to sell a product. Bandwagon Uses the argument that a person should believe or do something because “everybody else” is doing it. “Jump on the bandwagon.” Intended Effect: Consumers are convinced to think a certain way or buy a product because they want to fit in with everyone else Consumers assume that if others think it or buy it, it must be good “If everyone in America prefers this product, maybe I should buy it too.” Celebrity Spokesperson Uses a celebrity or famous person to endorse a product Intended Effect: Consumers associate the product with the celebrity and transfer their respect or admiration for the celebrity to the product Emotional Appeal Words and images are used to create an emotional response, such as excitement, sympathy, humor, or fear, in consumers Intended Effect: A strong emotional response can prompt consumers to feel a certain way about a product For example, advertisers might present a fearful situation, then follow it up with the product or behavior needed to avoid or solve that situation Glittering Generalities Emphasizes highly valued beliefs in a society or culture, such as patriotism, peace, or freedom Intended Effect: Consumers accept this information without question, often without enough real evidence to support the claim Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. Plain Folks Shows ordinary people using or supporting a product or candidate Examples: moms, children, grandparents, middle-class workers Intended Effect: Consumers can relate to and identify with the people in the ads and may be more likely to purchase the product Consumers TRUST the product because it’s good enough for regular “folks.” For Example: Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind Intended Effect: • Consumers focus on the negativity of the attack rather than the issues (in politics) or true quality of the products. Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. Repetition Uses specific words, phrases, or images that are stated or shown over and over again Intended Effect: Repetition makes it more likely consumers will remember the words/phrases/images and associate them with the product The product name or keyword or phrase is repeated several times. How many times can you use the word “Fresh?” Snob Appeal Taps into people’s desire to be special or part of an elite group Often includes words that evoke images of exceptionally high quality – perfection, luxury, fine, only, best, etc. Intended Effect: • Consumers may be more likely to purchase the product in order to feel superior, or to satisfy a desire to have the best or highest quality product.